MCI Analysis Highlights Risks of Health Advice from Influencers

Forschende der Unternehmerischen Hochschule® fordern stärkere Verantwortung von Plattformen und Regierungen

Medical advice from social media influencers has become a central source of health information – often with considerable risks. This is shown by a new analysis led by MCI | The Entrepreneurial School®, recently published in the world-renowned journal The BMJ (British Medical Journal).

“Influencers are one of the most important sources of health information for young people, but their advice is often biased, driven by interests, or simply wrong,” explains lead author Dr. Raffael Heiss, researcher at MCI’s Center for Social & Health Innovation. “Without clear rules, we risk mistreatment, unnecessary expenses, and growing skepticism toward evidence-based medicine.”

Austrian data underscore relevance

In Austria, 83% of 15- to 25-year-olds consume health content from influencers. Of these, 31% have already purchased dietary supplements, 13% medications, and 11% at-home medical tests because of such content. This extensive reach makes young people particularly vulnerable to misleading recommendations.

The authors identify four key sources of bias in influencers’ advice: lack of medical expertise, industry influences, their own commercial interests, and personal beliefs. These sources of bias are amplified by so-called “parasocial relationships” – one-sided “feelings of connection” that users develop toward influencers.

The authors cite concrete examples: US celebrity Kim Kardashian recommended a whole-body MRI screening to her 360 million Instagram followers despite lacking expertise – a test with no proven benefit that can lead to overdiagnosis, unnecessary procedures, and high costs.

Another example is the account of “Dr. Eric Berg.” The US chiropractor, who has 14 million followers, sells his own dietary supplements on his website and recommends excessive doses. He has already received a legal warning due to concerning ingredients in some of his products.

Regulation is lagging behind

The team emphasizes that influencers can also play positive roles, for example by debunking medical myths or providing peer support. However, in the current environment, the risks predominate because many users fail to recognize advertising or trust inaccurate recommendations.

To address these challenges, the authors propose several solutions. The problem is complex, so individual measures are only moderately effective. What is needed, therefore, is a package of interventions that involves policymakers, platforms, and users alike.

At the EU level, the Digital Services Act already requires large platforms to identify and reduce systemic health risks more proactively. National governments can also act – for example, by imposing greater editorial responsibility on influencers or restricting certain forms of health-related advertising.

Beyond regulatory measures, it is equally important to strengthen the health and digital literacy of young people so they can assess online medical advice more critically. “We need to update health protection for the digital age,” Heiss emphasizes. “Better regulation and targeted support for users are central to that goal.”

About the analysis

The analysis was conducted by an international team from research, medicine, and patient advocacy: Raffael Heiss (MCI), Elena Engel (MCI & University of Vienna), Sascha Gell (MCI & University of Vienna), Steven Woloshin (Dartmouth College), Erin Willis (University of Colorado Boulder), and Sneha Dave (Generation Patient).